本文選題：廣告藝術(shù) + 審美�。� 參考：《杭州師范大學(xué)》2013年碩士論文

【摘要】：廣告是市場(chǎng)經(jīng)濟(jì)的產(chǎn)物。隨著經(jīng)濟(jì)的迅猛發(fā)展,廣告藝術(shù)化已經(jīng)成為當(dāng)代社會(huì)生活的一種文化景觀,對(duì)人們的日常生活和審美產(chǎn)生了深刻影響。目前學(xué)界對(duì)廣告的藝術(shù)性及其審美價(jià)值褒貶不一,因此,在理論上對(duì)廣告藝術(shù)的研討具有必要性和緊迫性。本文嘗試從文藝學(xué)角度,結(jié)合廣告發(fā)展現(xiàn)狀和現(xiàn)實(shí)生活中的廣告實(shí)例、廣告現(xiàn)象,對(duì)這一新課題進(jìn)行較為系統(tǒng)的研究。本文共分為四大部分： 第一部分論述日常生活審美化與現(xiàn)代商業(yè)廣告的藝術(shù)化。隨著日常生活的審美化和審美的日常生活化,中西方現(xiàn)代商業(yè)廣告都鮮明地呈現(xiàn)出一條藝術(shù)化的軌跡,因此,廣告應(yīng)被視為是一種實(shí)用藝術(shù)。第二部分論述現(xiàn)代商業(yè)廣告藝術(shù)化的策略。共分為三個(gè)方面：1、形式的藝術(shù)化。從人的欲望層次論述廣告形式的藝術(shù)化有助于完成其功利性目的。在廣告藝術(shù)化的同時(shí),藝術(shù)也因介入廣告從“無(wú)用”之物變成了“有意味的形式”。2、表現(xiàn)手段的藝術(shù)化。文學(xué)、音樂(lè)、繪畫(huà)等傳統(tǒng)藝術(shù)形式被納入廣告這一高度開(kāi)放的藝術(shù)“容器”,化解成為廣告的各種元素,并產(chǎn)生新的形式。3、內(nèi)容的藝術(shù)化�，F(xiàn)代廣告不再單純地駐足于表現(xiàn)產(chǎn)品物理信息,而是更樂(lè)衷于賦予受眾一種情感、意境或是態(tài)度,讓自己變成一件功利性的藝術(shù)品。第三部分論述了廣告藝術(shù)化對(duì)觀眾的魔咒。表現(xiàn)在三個(gè)方面：1、制造審美理念。作為一種實(shí)用藝術(shù),廣告滲透、反映甚至導(dǎo)引了特定時(shí)代的審美理念、審美情趣、審美理想,不斷為人們創(chuàng)造新的審美需求和審美標(biāo)準(zhǔn)。2、創(chuàng)造生活方式。廣告不僅大膽地捕獲審美潮流,還在為大眾制造著一種新的審美生活方式。3、制造消費(fèi)心理。現(xiàn)代商業(yè)廣告的基本話(huà)語(yǔ)方式就是通過(guò)刺激消費(fèi)者產(chǎn)生欲望來(lái)達(dá)成消費(fèi)。廣告圍繞消費(fèi)欲望產(chǎn)生了獨(dú)特的敘事模式：“滿(mǎn)足——?jiǎng)?chuàng)造”和“創(chuàng)造——滿(mǎn)足”,刺激消費(fèi)者產(chǎn)生需求完成消費(fèi)。第四部分論述了對(duì)廣告藝術(shù)化的反思,中國(guó)廣告藝術(shù)雖然正在不斷的成熟,但在高速發(fā)展中存在誤區(qū),主要表現(xiàn)在：對(duì)虛幻的過(guò)度美化,回避現(xiàn)實(shí)；對(duì)藝術(shù)品的過(guò)度消解,造成人們審美水平的下降,崇尚拜物,引發(fā)受眾新一輪的空虛；有一些廣告存在內(nèi)容上的不道德,為了片面追求銷(xiāo)售導(dǎo)致了虛假、傳播色情等；廣告創(chuàng)意媚俗化,以赤裸裸的金錢(qián)動(dòng)機(jī)為動(dòng)力來(lái)迎合一部分人追求刺激和神秘欲望的心理。廣告藝術(shù)的發(fā)展是時(shí)代的發(fā)展,我們呼喚真正健康的廣告藝術(shù)。
[Abstract]:Advertising is the product of market economy. With the rapid development of economy, advertising artistry has become a cultural landscape of contemporary social life, which has a profound impact on people's daily life and aesthetic appreciation. At present, scholars have different opinions on the artistry and aesthetic value of advertising, so it is necessary and urgent to discuss advertising art theoretically. This paper attempts to study this new subject systematically from the point of view of literature and art, combining the present situation of advertising development and the actual advertising examples in real life, advertising phenomenon. This paper is divided into four parts: The first part discusses the aestheticization of daily life and the artistry of modern commercial advertisement. With the aestheticization of daily life and the daily life of aesthetics, modern commercial advertisements in China and the West have a clear artistic track. Therefore, advertising should be regarded as a practical art. The second part discusses the strategy of modern commercial advertisement artistry. It is divided into three aspects: 1, the art of form. Discussing the artistry of advertising form from the level of human desire helps to accomplish its utilitarian purpose. At the same time, art has changed from "useless" to "meaningful form". Literature, music, painting and other traditional art forms are brought into the highly open art "container" of advertising, which dissolves various elements of advertising, and produces new form. 3, artistry of content. Modern advertising is no longer simply to express product physical information, but more happy to endow the audience with an emotion, artistic conception or attitude, so that they become a utilitarian work of art. The third part discusses the charm of advertising artistry to the audience. Expressed in three aspects: 1, the creation of aesthetic ideas. As a kind of practical art, advertisement permeates, reflects and even guides the aesthetic idea, aesthetic taste, aesthetic ideal of a specific era, and constantly creates new aesthetic needs and aesthetic standards .2for people, and creates a way of life. Advertising not only boldly captures the aesthetic trend, but also creates a new aesthetic life style. The basic discourse of modern commercial advertising is to stimulate consumers to produce desire to achieve consumption. Advertising produces unique narrative patterns around consumption desire: "contentment-creation" and "creation-satisfaction", which stimulates consumers to produce demand to complete consumption. The fourth part discusses the reflection on the artistry of advertising. Although Chinese advertising art is constantly mature, there are some misunderstandings in the rapid development, which are mainly manifested in: excessive beautification of illusion, avoidance of reality, excessive deconstruction of works of art. Causing people's aesthetic level to decline, advocating worship, causing a new round of emptiness of the audience; there are some advertisements in the content of immoral, in order to one-sided pursuit of sales led to false, spread pornography, advertising creative vulgarization, Motivated by naked monetary motives, it caters to some people's desire for excitement and mystery. The development of advertising art is the development of the times, we call for real healthy advertising art.
【學(xué)位授予單位】：杭州師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：J524.3;J501

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